Dr Pepper is back in 2008!

For the first time in over four years - 'Dr Pepper' is back on TV and looking to recruit the next generation of 'Dr Pepper' drinkers. Via its highly impactful What's the Worst that Could Happen? (WTWTCH) campaign the brand continues to bring to life its quirky, irreverent, and humourous brand personality.

The integration of WTWTCH starts with the pack: this summer a bespoke 'Dr Pepper' pack design will be launched to support the onpack consumer promotion. The strapline "What's the Worst that Could Happen?" will appear in place of the brand - making its 330ml and 500ml highly disruptive and giving it impactful standout on shelf.

Unlike the majority of competition-style consumer promotions, the onpack promotion instead has an offer that every pack gets something! From 1 April every promotional pack - consumers can enter either by SMS or online - will offer consumers the chance to download a free random 'Dr Pepper' ringtone to their mobile. There will be 20 different tones - with no one knowing what tone they will get until it is delivered to their phone!

The award-winning and much-loved 'Over-Friendly Father' prom-night creative developed by Mother agency will be screened on both TV and cinema from April 1. The TVC will also include a promo-specific tag to drive awareness of the consumer promotion.

Underpinning the campaign is an extensive sampling campaign which is set to deliver one million bespoke 150ml cans into the hands of target consumers by the end of 2008. These will be distributed through key teen channels such as leisure, cinema and key accounts (Woolworths).

Cathryn Sleight, Marketing Director for Coca‑Cola Great Britain says:

"'Dr Pepper' continues to inspire real love amongst its current loyal drinkers, but we want the next generation of brand fans to know and love Dr Pepper just as much. The marketing program in 2008 gives teens the opportunity to experience the brand's personality for themselves via multiple touchpoints. There are some exciting things to watch out for on 'Dr Pepper' in the coming months."

The development and delivery of the 'Dr Pepper' UK communications plan has been managed by the CCGB team of Marketing Manager Flavoured Sparkling Beverages, Zoe Howorth and Brand Manager, Carly O'Connor.

'Dr Pepper' is a registered trademark of DP Beverages.